Search Results

• Report Marketers Versus Customers: Opposing Forces Erupt

  Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith

  January 20, 2021 | Melissa Parrish

  Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

• Report Prioritize The Tech That Paves The Path To People-First Marketing

  Tools And Technology: The Experience-Led Marketing Playbook

  January 12, 2021 | Stephanie Liu

  CMOs and marketers are increasingly aware of their potential impact on the customer experience (CX). Nearly half of global marketing decision-makers say it's a high or critical priority. CMOs and...

• Report Three Ways Marketers Can Use Content Intelligence To Drive Business Outcomes

  Look To Generate Clear Business Value Through Assistance For Creators, Better Content Analysis, And More Effective Response Copy

  January 4, 2021 | Ryan Skinner

  Over the past five years, content intelligence — the use of AI and machine learning (ML) to uncover content's inherent qualities — has matured into a real driver of business value. Three major use...

• Report Q&A: A Dozen Questions To Answer Before Taking Your Marketing Event Virtual

  December 21, 2020 | Laura Ramos

  Events are an important tactic B2B marketers use to attract and interact with prospects and customers. This report helps marketing leaders, demand generation, and event managers weigh the...

• Report Marketing Measurement Morphs Into Insight-Driven Marketing

  Executive Overview: The Marketing Measurement And Insights Playbook

  December 18, 2020 | Tina Moffett

  Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...

• Report Chatbots And Virtual Assistants Can Help B2B Organizations Close The Digital Experience Gap

  Automated Conversational Engagement Meets The Modern B2B Buyer's Need For Immediacy

  December 11, 2020 | Steven Casey

  Social distancing has fast-forwarded the B2B buyer journey into an almost exclusively digital adventure. With face-to-face meetings all but impossible, buyers are seeking experiences and content...

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  Webinar AI And Automation Will Shape The Agency Of The Future

  December 10, 2020 | Jay Pattisall, J. P. Gownder

  Agencies are introducing technologies that reshape how they work: AI and intelligent automation in particular turbocharge agencies’ ability to enhance and scale creative production and to...

• Report The Future Of Enterprise Marketing Technology

  Vision: The Enterprise Marketing Technology Playbook

  November 25, 2020 | Joe Stanhope, Rusty Warner

  Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their...

• Report Model The ROI Of Enterprise Marketing Technology Investments

  Business Case: The Enterprise Marketing Technology Playbook

  November 20, 2020 | Rusty Warner, Stephen Odell, Jennifer Adams

  Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...

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  Playbook The Omnichannel Advertising Playbook For 2021

  Create An Omnichannel Advertising Strategy Centered On Customer Experience

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

  Read more of the Executive Overview >
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  Webinar Retailers: Optimize Your Post-Purchase Experience To Delight And Win Customers

  November 19, 2020 | Emily Pfeiffer, Brandon Shaik

  Retailers and brands often miss the opportunity to create excellent experiences for their customers even after capturing an order. Unlike with regular marketing emails, customers are much more...

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  Webinar B2B Marketing Predictions 2021

  A Conversation With The Analysts Who Made Them

  November 9, 2020 | Lori Wizdo, Laura Ramos, Steven Casey

  This is your chance to engage directly with the analysts who made our 2021 predictions for B2B marketing. During this conversation between our analysts — and with you — we dive...

• Forum Technology & Innovation Global

  Adapt To Win

  November 4, 2020 | Live Virtual Experience | Liz Herbert, Matthew Guarini, Brian Hopkins

  In today’s business environment, change is constant. Technology, customer expectations, workforce issues, and economic factors are continually evolving. To thrive in this environment,...

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  Webinar B2C Marketing Predictions 2021

  The Five Predictions B2C Marketers Must Have On Their Radar For 2021

  November 2, 2020 | Stephanie Liu, David Novitzky

  2020 was a challenging year for B2C marketers, who faced a pandemic and data limitations. As marketers turn their attention to 2021, Forrester has 5 predictions on why marketers will shift to...

• Report Forrester Predictions 2021: Accelerating Out Of The Crisis

  October 28, 2020 | Sharyn Leaver

  2020 shattered the status quo. In 2021, advanced organizations will adapt and use the upheaval to forge a competitive edge. Discover your organization's path to success. Read Forrester's 2021...

• Report How To Make Sense Of Martech Mayhem

  A Reference Guide To Help Assemble Your Martech Ecosystem

  October 19, 2020 | Rusty Warner

  B2C marketers must integrate enterprise marketing technology (martech) components from multiple vendors to assemble their own unique ecosystems. Working with enterprise marketing software suite...

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  Webinar Adtech And Martech Enter An Era Of Disruption: When And Where To Invest

  September 17, 2020 | Mary Pilecki, Emily Collins, Sarah Dawson

  Marketers need technologies that enable omnichannel advertising and memorable, moments-based experiences. These advertising and marketing technologies are not new, but industry forces like data...

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  Playbook The Enterprise Marketing Technology Playbook For 2021

  Enable Moments-Based Marketing With Enterprise Martech

  Customer data and marketing technology (martech) are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's martech strategy often miss the...

  Read more of the Executive Overview >

• Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

  Tools And Technology: The Enterprise Marketing Technology Playbook

  July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

  Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

• Report The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Report B2C Marketers, Use Reference Models To Accelerate Your Martech Strategy

  Reference Models Provide A Common Language To Help Optimize Martech Investments

  July 20, 2020 | Rusty Warner, Gordon Barnett

  Successfully enabling a customer-obsessed strategy is dependent on well-coordinated marketing technology (martech) investments championed by both marketing and technology executives. To succeed,...

• Report EA Professionals, Use Reference Models To Accelerate Your Martech Strategy

  Reference Models Provide A Common Language To Help Optimize Martech Investments

  July 20, 2020 | Gordon Barnett, Rusty Warner

  Successfully enabling a customer-obsessed strategy is dependent on a well-coordinated technology strategy championed by both business and technology executives. To succeed, outcome-driven...

• Report Marketers' Options Improve As Social Marketing Technologies Converge

  Tools And Technology: The Social Marketing Playbook

  July 17, 2020 | Jessica Liu, Melissa Parrish

  B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the...

• Report Machine Makers And Users Fight For Control Of Machine Data

  Clarify Data Flows Before Investing In Machine-As-A-Service Business Models

  July 7, 2020 | Paul Miller

  Connected machines generate a wealth of data — data that's valuable to machine makers optimizing their machines and to machine users optimizing their businesses. It may also be useful to third...

• Report The Digital Asset Management Cookbook

  Assemble The Ingredients To Choose And Scale An Enterprise DAM

  June 26, 2020 | Nick Barber

  As brands grapple with an explosion of content to feed their digital channels, they increasingly turn to digital asset management (DAM) systems to manage their rich media. Once the domain primarily...